When people think of event marketing, they think of one or two things. There are the conferences, tradeshows and sponsored exhibitions that call to mind people in business casual attire mingling around a showroom floor in-between sessions and networking breaks. And then there is something entirely different. Then there is driving an Aston Martin across a frozen in a way that would make James Bond blush. Then there’s escaping a cold dungeon in Castle Black to promote the next season of Game of Thrones. Then there’s experiential marketing.

Experiential marketing is all about direct engagement with consumers and creatively interacting with them in a memorable way. It’s also known as engagement marketing, live marketing or participation marketing, and is often lumped into event marketing—even if it’s a far-cry away from traditional conferences.